The major American insurance company State Farm, one of the 50 largest companies in the US, announced yesterday, December 15, that it was going to phase in a new corporate identity from January 2, as it celebrates its 90th anniversary. This replaces a symbol that has been essentially unchanged since it was introduced in the 1950s. The new corporate identity was created by Chermayeff & Geismar, who simplified the classic logo by removing the words and separating the ovals.
The current State Farm logo is one of the oldest corporate logos still in use by a major American corporation. According to American trademark designs it was designed in 1953 by a forgotten firm called Whitaker-Guernsey Studio and registered in 1956. It was also a simplification of a previous symbol that included a car, a cornucopia and a fireman's cap rather than the actual words "auto", "life" and "fire". In recent years, the logo has often been used with a wordmark, as seen in the example below.
"In today’s digital and mobile world this simple and contemporary design makes for a bolder presence in the marketplace whether it’s through a billboard, television advertising, a sign outside an agent’s office, online or through one of our mobile web applications" - Marketing vice president Pam El on the rebrand in a press release
|The classic symbol on its own.|
State Farm press release (archive)
State Farm logo page (archive)